Christian candle maker Bec & Chelle has been seeing success with a new line that challenges conventional wisdom on the need to keep price points low because of the economy.

The Southlake, Texas company owned by Bob Mueller recently introduced the "Peace Collection," six fragrances that sell for $21.99 each. The higher price point caught some retailers off guard, Mueller admitted.

"We get pushback from stores on this all the time, telling us that their customers are cost conscious and they want to have a really inexpensive product," he said. "We believe that is a self-fulfilling prophecy. There's no evidence to suggest that the Christian market is one that is economically disadvantaged. ... There's this idea that the Christian consumers are always looking for something that is inexpensive."

Evidence to date has been to the contrary, Mueller told Christian Retailing. "Sales have been very strong, and we are very encouraged by the fact," he said. "If you give people something that they want, the price becomes secondary. We find it is easier to get them to buy something that they like that is more expensive than to convince them to buy something that is cheap that they are lukewarm about."

Mueller has also taken some encouragement from the sluggish economy. While consumers may be cautious about big-ticket purchases, many are also more home-centered as they cut their entertainment budgets and so are looking for small ways—like fragrances—to make being there special.

Click here for more information about Bec & Chelle Candles.

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